Pasta and Pasta-based Meals - US - April 2009

This report explores the pasta and pasta-based meals market. As a mature market, pasta and pasta-based meals enjoy a high household penetration and personal consumption rate; however, several factors emerge that influence consumer behavior and attitudes towards consumption. Price/value perceptions, convenience and health emerge as key themes driven by the market’s most fervent pasta consumers—moms, dads and large households.

This report explores these aspects of the market as well as topics that include:

Discussion of opportunities to maximize market potential during the rediscovery period the category is now enjoying

Insights for future success include bringing attention to the fresh/refrigerated segment, speaking directly with moms about health, and staving off boredom by bringing restaurant flavors home

Evaluation of the extensive competition for consumer’s grocery food dollar and how pasta manufacturers can stave off these threats

Assessing the influence of family and kids on market sales as well as the shift to smaller households, and the implications for the market

Analysis of top retail formats and manufacturers/brands in pasta and pasta-based meals and their role in the market

Exploration into how the economy is influencing advertising and promotional activity as well as discussion of how marketers are advertising to reach its core demographic of moms and kids

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